ANALISA SIKAP AUDIENCE PADA PRODUCT PLACEMENT DI SIARAN ACARA TELEVSI (ANALISA SIKAP MAHASISWA JURUSAN TELEVISI FAKULTAS SENI MEDIA REKAM INSTITUT SENI INDONESIA YOGYAKARTA TERHADAP PRODUCT PLACEMENT ADEM SARI DI TALK SHOW HITAM PUTIH)

RENDRA SULAIMAN, NIM. 09730051 (2015) ANALISA SIKAP AUDIENCE PADA PRODUCT PLACEMENT DI SIARAN ACARA TELEVSI (ANALISA SIKAP MAHASISWA JURUSAN TELEVISI FAKULTAS SENI MEDIA REKAM INSTITUT SENI INDONESIA YOGYAKARTA TERHADAP PRODUCT PLACEMENT ADEM SARI DI TALK SHOW HITAM PUTIH). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Ads give its own image for consumers, that foster attitudes toward the ads and the product or the brand also. Advertising has a very important role in marketing communication. Ideally ads can reach a wide audience, therefore among the many media, TV media is still the favorite media used by ad planner because it is believed to be able to reach the target of extensive consumers. But with the increasing number of television commercials make consumers more confused and bored with so many ads. Therefore, it will eventually lead to the rejection of ads by consumers. To prevent the possibility of the rejection of ads by the consumer, now the offender of marketing can still do an ad campaign on television only in a more subtle way like product placement. Nowadays many TV stations managed to slip the product placement ads to each of their television show with or without us knowing. As performed by Adem Sari products that do the product placement strategy in Hitam Putih talk show. This research is about how the attitude of audience towards product placement Adem Sari in Hitam Putih talk show. Informants were used in this study were students of the Department of Television, Faculty of Recorded media Arts, Indonesian Institute of the Arts Yogyakarta. This is a qualitative descriptive research which are collecting actual information and detail, identify the problems and make a comparison and evaluation. Data collection method in this research consist of indepth interview, observation and literature study. Descriptive research illustrates the reality of what happened without explaining the relationship between the variables and without testing the hypothesis. The Results of this research showed that the students feel disturbed by the existence of Adem Sari product placement in Hitam Putih talk show. Although according to them marketing strategies such as product placement is good enough, the execution is expected to be more concerned about the proportion, composition and aesthetics. Overall the student considers Adem Sari product placement in Hitam Putih talk show does not blend with the show content.

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